Brand Resilience: Managing Risk and Recovery in a High-Speed World - Hardcover

Copulsky, Jonathan R.

Hardcover

ISBN 10: 0230111386 ISBN 13: 9780230111387

Verlag: Macmillan Publishers International, 2011

Inhaltsangabe

As the recent Toyota and Tiger Woods scandals illustrate, brand reputation is more precarious than ever before. True and false information spreads like wildfire in the vast and interconnected social media landscape and even the most venerable brands can be leveled in a flash - by disgruntled customers, competing companies, even internal sources. Here, veteran marketing executive Jonathan Copulsky shows companies and individuals how to play brand defense in the twenty-first century. Five Signs that You Need to Pay More Attention to the Possibility of Brand Sabotage: A group of uniformed employees posts embarrassing YouTube videos, in which they display unprofessional attitudes towards their work. One of your senior executives publicly blames a supplier for product defects, even though they predate your relationship with the supplier. Your competitor's ads trumpet their solution to the performance problems associated with your most recent product. A customer unhappy with changes made to your product design launches a Facebook group, which attracts 5,000 fans. Your outsource partner is prominently featured in numerous blogs and websites describing allegations of worker mistreatment and workplace safety hazards.

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Über die Autorin bzw. den Autor

Jonathan R. Copulsky is the CMO for Deloitte Consulting’s Strategy and Operations Practice. With 30 years of experience as a senior marketing and sales executive and consultant, Jonathan works with the world’s leading brands on their toughest marketing and sales challenges. He also writes frequently for AdvertisingAge, Brandweek, Journal of Business Strategy, and Strategy and Leadership. He lives in Chicago, Illinois.

Details zur Ausgabe

• Verlag: Macmillan Publishers International
• Erscheinungsdatum: 2011
• Sprache: Englisch
• ISBN 10: 0230111386
• ISBN 13: 9780230111387
• Einband: Gebundene Ausgabe
• Auflage: 1
• Anzahl der Seiten: 256
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Koch-Chemie GmbH; https://www.koch-chemie.com; ; Einsteinstr. 42; Unna; 59423; Deutschland